Enhancing customer experiences in ecotourism scuba diving on Koh Tao

This thesis investigates how to create and expand customer experiences for ecotourism scuba diving in Koh Tao, Thailand, to help mitigate the impacts of climate change whilst enhancing user experience and destination desirability. It is proposed that Koh Tao, which is internationally renowned for its scuba diving marine environment, serves as an ideal case study to enhance service design for environmentally conscious diving experiences. Amidst the growing concerns of rising ocean temperatures, coral bleaching, and potentially diminishing local livelihoods, this study investigates how ecotourism scuba diving can foster resilience and contribute to local sustainability whilst creating memorable customer experiences. Knowledge and insights gained from critical literature review, qualitative interviews, and quantitative research, plus insights from diving businesses and tourists, informed the development of a scuba diving business model grounded in ecotourism principles in this work. It is intended that this can act as a blueprint for service design that balances tourist satisfaction with environmental stewardship for businesses on the island whilst also serving as a model for similar destinations globally.